Buying power to top $1.9 trillionBy Dave Rauf
Many companies are still behind the curve and are missing the opportunity to develop a growing segment of the Latino market.At a recent Direct Selling Association meeting, Ideneth Vega began her presentation to dozens of executives a bit differently—by speaking in Spanish. The room, full of non-Spanish speakers, looked quite puzzled at first, she says. But there was a good reason for the bilingual approach. Vega, the vice president of marketing for Houston-based Zurvita, was presenting on direct selling marketing efforts geared toward the burgeoning Hispanic demographic, a segment of the population growing faster than any other minority group in the country and whose purchasing prowess is also increasing exponentially.
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